The article analyzes the expert activity of the university as one of the basic competencies that strengthen its brand in the context of the implementation of the “third role” of a modern university. It is concluded that the organization of network expertise on the basis of the university creates the basis for the success of the branding strategy of the university. For the successful implementation of the expert component of the university’s activities, according to the authors, it is necessary to create an expert-analytical center as a tool for systematic integration of expert activities into the work of the university, beneficial in economic, corporatemotivational and reputation dimensions.